LONDON: Subscriptions to video on demand services (SVoD) are continuing to grow in established markets, according to a new report which also found a significant proportion of consumers subscribe to multiple services.

According to Futuresource Consulting, a specialist media research firm, there is high overlap between Netflix and other leading SVoD services, particularly Amazon Prime Video in the US, UK and Germany.

Approximately half of subscribers to Netflix also use Amazon Prime Video in the UK and the US, with almost a third (30%) of US respondents using both streaming services.

The report also revealed that Amazon Prime is gaining ground, particularly in the US, UK and Germany, and it said overall Prime subscriptions have reached around one-third of Amazon account holders in the UK and almost 60% in the US.

Furthermore, about two-thirds of total Amazon Prime members watch Amazon Prime Video at least once a week, the report added.

The findings come from Futuresource Consulting's latest "Living With Digital" survey, which concentrates on digital usage in the US, UK, France and Germany, but also covers seven other markets – Australia, Canada, Italy, Spain, Japan, South Korea and China.

As well as observing the advance of Netflix and Amazon Prime, the report revealed that Sky's "Buy & Keep" electronic sell through service in the UK has grown to 21% of Sky subscribers, up from 16% at the end of 2015. The popular service sends content direct to a subscriber's TV or device as well as a DVD in the post.

Finally, the report also investigated genre preferences, highlighting that comedy movies are the most popular genre amongst Netflix subscribers, which it said justified the company's investment in this type of content.

Data sourced from Futuresource Consulting; additional content by Warc staff